Packing school lunches yet? If not, you will be soon. Baby carrots have been a lunchtime staple for years now, but if your kids have resisted eating them, you're in luck. In a bit of marketing genius, the baby carrot industry has taken "a page out of junk food's playbook" and designed a serving-size bag that is sure to make the healthy snack more appealing to your picky eaters.
USA Today reports that Bolthouse Farms "and nearly 50 other carrot growers" have revealed the new bags that will be used industry-wide, mocking popular potato chip and junk food brands. The marketing effort carries a 25 million dollar price tag, but one look at the clever designs should tell you, it may be worth the cost.
Like potato chips, the carrots will be sold out of school vending machines. USA Today says "tests are underway in Cincinnati and Syracuse, N.Y."
Ad agency Crispin Porter + Bogusky are the wunderkinds behind the designs, creators of the anti-smoking campaign at TheTruth.com . Just as TheTruth ads were assuredly instrumental in getting adults to quit smoking, these new carrot bags will undoubtedly appeal to grown-ups as well. After all, so much of marketing a product lies in the appeal of its packaging. We know kids think food tastes better when cartoon characters appear on the box, so why not sell carrots that evoke Doritos?
Take a look at the packaging and let us know what you think!